The rebranding experience

There are many reasons a company might consider rebranding. For some, it’s about creating a fresh and new look. For others it might have more to do with fixing a problem with the existing brand.

Whatever the reason, rebranding can be a massive but critically important undertaking. It’s an undertaking that Colorado-based Landtech Contractors Inc., recently took on. Brandy Mahan in the company’s business development office shared some information on that experience.

Landtech chose to undergo a re-branding for reasons both reactive and proactive. The latter had more to do with updating the logo and keeping things fresh, Mahan says. It was good timing for the company which is celebrating its 25th year in business. Being proactive means staying ahead of the curve and the company wanted to ensure they didn’t have an outdated logo.

But the undertaking was also reactive as they had recognized the problem with the former tagline of “Making the Grade.” “Many general contractors thought we also did large grading projects for new construction, where in fact, we don’t do earth work,” Mahan explains. “There was some confusion during the bidding process.”

When done well, rebranding can also be an opportunity to generate new business. Although Landtech is already well-known in the industry, Mahan says that the rebranding helped secure new work in the company’s maintenance division. But she admits a rebrand process is no small undertaking.

“The cost associated with changing a logo is very big,” Mahan says. “If you take all of our vehicles with a company this large and change the logos on the vehicles alone, it’s a huge expense. But there are also business cards, brochures, invoices, and swag. However, it does create a great conversation piece when you talk to your vendors.”